 Breadcrumbs

  



   ![Meet The Bollywood Icon Whose Beauty Brand Is Taking Over The UK](https://media.sheerluxe.com/pJgtObA56P3yMBzVpn3K44iAsns=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fsl-site-assets-160925-thumb-hero-kay-beauty.jpg?itok=n7WoMIfM)

  

 

 



 

  Image: @KayByKatrina 

 

 

 

[Make-up](/beauty/make-up)

 /  16 September 2025  

#  Meet The Bollywood Icon Whose Beauty Brand Is Taking Over The UK  


Katrina Kaif is one of Bollywood’s biggest stars – with over 80 million followers and more than 40 films under her belt. After years spent on set, she knows which products last for hours, look good in harsh lighting and don’t require endless touch-ups. In 2019, she channelled that knowledge into Kay Beauty– a collection of high-performance products infused with skin-loving ingredients that she launched with retail partner Nykaa. The brand has already earned a cult following in India and now, it’s gone global – landing at Space NK in the UK. Here, Katrina told us everything we need to know...  


BySapna Rao

  /  

[ Save To My Favourites ](/user/login?destination=/markdownify/node/48384)

 

  Image: @KayByKatrina 

 

 

 

All products on this page have been selected by our editorial team, however we may make commission on some products.

 



 

 

 

 

 [ ![](https://media.sheerluxe.com/gLUr6w59uVJxFJnzZFN1qbN1NFg=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fbollywood-story.jpg?itok=5E3H_1v-)

 

 ](https://www.instagram.com/kaybykatrina/) 

 @KayByKatrina 

 



 

 

 

 

 

## THE STORY 



  

[**Kay Beauty**](https://www.kaybeauty.com/) [ ](https://www.instagram.com/kaybykatrina/?hl=en)**was born out of my desire to create make-up that felt personal** – it needed to celebrate individuality but also perform really well. Over the years, I’ve spent so much time in make-up chairs on film sets, working with incredible make-up artists, and that process was both empowering and fascinating. I learnt so much about technique, application and attention to detail – what textures work, which pigments are buildable and the formulas that actually last during long hours under harsh lights.

**Doing my own make-up taught me what I needed from my products.** I often did my own make-up for films, which gave me a lot of practical knowledge about what works – lightweight, breathable, long-stay formulas that deliver without feeling heavy on the skin. At the same time, I realised how many people struggled to find shades that truly complemented their complexion, especially South Asian skin tones.

**My vision has always been to create make-up that performs properly but feels effortless.** I wanted Kay Beauty to be inclusive, celebratory and rooted in self-care – make-up that encourages self-expression, feels fun and is never intimidating. That’s how [\#MakeupThatKares](https://www.instagram.com/explore/search/keyword/?q=%23makeupthatkares) was born – products that work hard but also nourish the skin, with ingredients like chamomile, marula oil, ceramides, lychee extract and avocado butter.

 

 [ ![](https://media.sheerluxe.com/jLawsJQ1qnCAILX7SCPSdpfh8iA=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fkay-beauty-landscape-new.jpg?itok=li_uQTNC)

 

 ](https://www.instagram.com/kaybykatrina/?hl=en) 

 @KayByKatrina 

 



 

 

 

 

 

 

## THE ETHOS 



  

**What sets Kay Beauty apart is its philosophy**. I wanted to create a professional brand that still feels approachable and intuitive. Every product is designed to elevate your everyday routine while giving your skin the care it deserves.

**I wanted the brand to reflect the vibrancy and diversity of India** – from our festivals and cinema to our artistry and colour stories. Our campaigns and shade ranges are thoughtfully curated to complement a wide variety of skin tones while embracing self-expression.

**Authenticity and inclusivity have always been a non-negotiable part of Kay Beauty**. I wanted it to represent real people and to create products that feel meaningful, luxurious, and accessible. At our core, we’re about trust, care, performance and celebrating who you are.

 

 

 

 [ ![](https://media.sheerluxe.com/Y6sIOq9x3AJw54NhO2CL98wbeBc=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fkay-beauty-model.jpg?itok=Jvs3M8ef)

 

 ](https://www.instagram.com/kaybykatrina/) 

 @KayByKatrina 

 



 

 

 

 

 

 

 

## THE HERO PRODUCTS 



  

[**Hydra Crème Lipsticks**](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Flips%2Flipstick%2Fhydra-creme-lipstick-MUK200059052.html)

These strike the perfect balance between rich colour and the comfort of a balm. They deliver intense pigment payoff but feel hydrating enough for all-day wear.

[**Velvet Crème Blush**](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcheeks%2Fblusher%2Fvelvet-creme-multi-use-blush-MUK200059194.html)

I love this formula’s buttery-soft texture. It gives you that instant, natural flush that brightens up your entire face. It’s incredibly versatile too – you can keep it soft and subtle or build it up for extra impact.

[**Kay Kajal**](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Feyes%2Feyeliner%2F24h-kajal-MUK200059026.html)

Our kajals now have a cult following. They’re long-stay, smudge-proof and transform your eyes in seconds. Infused with chamomile and ceramides, they’re gentle enough for daily wear yet bold enough to create a dramatic look.

[**Hydrating Foundation**](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcomplexion%2Ffoundation%2Fhydrating-foundation-MUK200059032.html)

This one was so important to get right. I wanted a formula that offered natural, buildable coverage while feeling seamless on the skin, even after long hours of wear. Perfecting the shade range for Indian and warmer skin tones was crucial, and it’s become one of our core products.

 

 

 

 [ ![](https://media.sheerluxe.com/DQg_P7Hiv_nvRM1P4Cfnrtz-fhY=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F09%2Fkay-beauty-landscape-2_0.jpg?itok=tTuVs69D)

 

 ](https://www.instagram.com/kaybykatrina/) 

 @KayByKatrina 

 



 

 

 

 

 

 

## THE APPLICATION TIPS 



  

**For everyday, I like to keep it simple** – I use the [Hydra Crème Lipstick](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Flips%2Flipstick%2Fhydra-creme-lipstick-MUK200059052.html) for hydration and colour and add a touch of the [Velvet Crème Blush](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcheeks%2Fblusher%2Fvelvet-creme-multi-use-blush-MUK200059194.html) to instantly brighten up my face. Those two are always in my bag. For red-carpet moments, I go bolder. I love using our [Gel Eye Pencils](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Feyes%2Feyeliner%2Fink-artist-gel-kajal-MUK200059133.html) to define my eyes and create depth, paired with one of our richer lipstick shades for a powerful finish.

**I often use the Velvet Crème Blush on both my cheeks and lips** – it pulls the whole look together. When I wear kajal, I pair it with a soft nude lip – it’s such a classic, elegant combination. Sometimes I mix [liquid highlighter](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fmakeup%2Fcheeks%2Fhighlighter%2Filluminating-liquid-luminizer-MUK200059198.html) into my foundation to create a natural, radiant glow without it looking overdone. More than anything, I want make-up to feel playful and uncomplicated.

 

## THE FUTURE 



  

**Launching Kay Beauty at** [**Space NK**](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fk%2Fkay-beauty) **has been one of the biggest milestones** **of this journey.** When we started, my dream was to create a brand that would resonate globally while staying true to its heritage and roots.

**Seeing the brand on international shelves is incredibly special** – but this is just the beginning. As we grow, we want to continue expanding thoughtfully, introducing innovations that care for the skin and creating products that empower people everywhere to express themselves.

 

 

 

*Find Kay Beauty at* [SPACENK.COM](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fk%2Fkay-beauty) *&amp; follow* @[KAYBYKATRINA](https://www.instagram.com/kaybykatrina/?hl=en)

 

 

 

 

  

## *more from*

### Beauty



 [View All Beauty](/beauty) 

  ![The Pre-Party Beauty Treatments To Book Now](https://media.sheerluxe.com/8uRzLAQtTBnUsXtltDkfosDgDPo=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F12%2Fsl-site-assets-041225-thumbhero-pre-party-treatment.jpg?itok=gjlcWNp1)

  

 

 



 

[Beauty](/beauty)

/

  04 December 2025  

 [##  The Pre-Party Beauty Treatments To Book Now  


 

 ](/beauty/the-pre-party-beauty-treatments-to-book-now) 

 

 

 

  ![The Luxe Beauty Gifts That Are Guaranteed To Impress This Christmas](https://media.sheerluxe.com/SFHD6lkOuPb9e74t8xPkgfMLQ_c=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-271125-thumb-dior-2.png?itok=LtRLzJsU)

  

 

 



 

[Beauty](/beauty)

/

  27 November 2025  

 [##  The Luxe Beauty Gifts That Are Guaranteed To Impress This Christmas  


 

 ](/beauty/the-luxe-beauty-gifts-that-are-guaranteed-to-impress-this-christmas) 

 

 

 

  ![The Ultimate Gift Guide For Beauty Obsessives](https://media.sheerluxe.com/MEt7QL69t-V1NAIZkspDqs5YKq0=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-191125-thumb-next-comm-gift-guide.jpg?itok=ZCeoyWOC)

  

 

 



 

[Beauty](/beauty)

/

  19 November 2025  

 [##  The Ultimate Gift Guide For Beauty Obsessives  


 

 ](/beauty/the-ultimate-gift-guide-for-beauty-obsessives) 

 

 

 

  ![8 Indulgent Beauty Gifts Guaranteed To Impress](https://media.sheerluxe.com/zjkUpbnyQk2D-2D3lMhm4JI2E2c=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-181125-thumb-clarins.jpg?itok=SYuIRXMF)

  

 

 



 

[Beauty](/beauty)

/

  18 November 2025  

 [##  8 Indulgent Beauty Gifts Guaranteed To Impress  


 

 ](/beauty/8-indulgent-beauty-gifts-guaranteed-to-impress) 

 

 

 

  ![Splurge Vs. Save: The SheerLuxe Team’s Beauty Favourites](https://media.sheerluxe.com/swVQ1Y_jBxF-lhJChxmaRWB-0KI=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2F191125-email-social.png?itok=bZoxtIEL)

  

 

 



 

[Beauty](/beauty)

/

  18 November 2025  

 [##  Splurge Vs. Save: The SheerLuxe Team’s Beauty Favourites  


 

 ](/beauty/splurge-vs-save-the-sheerluxe-teams-beauty-favourites) 

 

 

 

  ![7 Products We Rate For An Easy, Effortless Brow](https://media.sheerluxe.com/01BdicS2b_CVV4EYuPOB8zDefNY=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-251125-thumb-hero-brow-gels.jpg?itok=C9LKPTdm)

  

 

 



 

[Make-up](/beauty/make-up)

/

  25 November 2025  

 [##  7 Products We Rate For An Easy, Effortless Brow  


 

 ](/beauty/make-up/best-brow-gel) 

 

 

 

  ![Ten Make-Up Tips From Bobbi Brown](https://media.sheerluxe.com/LVnpwYNl-eP9TrOJNsD2bsE_EE8=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-gold-171125-site-assets-bobbi-brown-thumb.jpg?itok=qn-j2Syd)

  

 

 



 

 [Health &amp; Beauty](/gold/health-beauty)/

  17 November 2025  

 [##  Ten Make-Up Tips From Bobbi Brown  


 

 ](/beauty/make-up/ten-make-up-tips-from-bobbi-brown) 

 

 

 

  ![See Inside Hodge’s Make-Up Bag ](https://media.sheerluxe.com/aqeNi9VtjAOCN6O4YTYYdAkBm-Y=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fhodges-make-up-bag-1.jpg?itok=vYLaofQC)

  

 

 



 

[Make-up](/beauty/make-up)

/

  13 November 2025  

 [##  See Inside Hodge’s Make-Up Bag  


 

 ](/beauty/make-up/see-inside-hodges-make-up-bag) 

 

 

 

  ![The 8 Best Mascaras Of All Time ](https://media.sheerluxe.com/rbTOlShe7acELiS4uJfwxkmW_N0=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-101125-thumb-hero-best-mascaras.jpg?itok=mntgQPqU)

  

 

 



 

[Make-up](/beauty/make-up)

/

  10 November 2025  

 [##  The 8 Best Mascaras Of All Time  


 

 ](/beauty/make-up/best-mascara) 

 

 

 

  ![Is Your Make-Up Bag Millennial Or Gen Z?](https://media.sheerluxe.com/t54_a2YT34TY5JQml326WuuyUgM=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-071125-thumbhero-social-embed-beauty-booth-3-2.jpg?itok=CM_LbYwV)

  

 

 



 

[Make-up](/beauty/make-up)

/

  07 November 2025  

 [##  Is Your Make-Up Bag Millennial Or Gen Z?  


 

 ](/beauty/make-up/is-your-make-up-bag-millennial-or-gen-z) 

 

 

 

  ![The Best Expert-Rated Stay-All-Day Eye Make-Up](https://media.sheerluxe.com/SJ9pLYYzKwvzNcinMxrFGkaXdl0=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-site-assets-051125-thumb-hero-muas-stay-all-day-eye-prods.jpg?itok=HDCJIc06)

  

 

 



 

[Make-up](/beauty/make-up)

/

  05 November 2025  

 [##  The Best Expert-Rated Stay-All-Day Eye Make-Up  


 

 ](/beauty/make-up/long-lasting-eye-makeup) 

 

 

 

  ![Korean Make-Up That’s As Good As Its Skincare](https://media.sheerluxe.com/iDMy_YxHforMrVYa8PDB6bwMbCo=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2025%2F11%2Fsl-031125-site-assets-thumbhero-korean-make-up-4.png?itok=k_CFR4pk)

  

 

 



 

[Make-up](/beauty/make-up)

/

  03 November 2025  

 [##  Korean Make-Up That’s As Good As Its Skincare  


 

 ](/beauty/make-up/korean-makeup) 

 

 

 

 

           

 

 

 

 

 



  

 Share This Story

 [Facebook

 ](https://www.facebook.com/sharer/sharer.php?display=popup&redirect_uri=http%3A%2F%2Fwww.facebook.com&u=https%3A%2F%2Fsheerluxe.com%2Fbeauty%2Fmake-up%2Fkatrina-kaif&t=Meet+The+Bollywood+Icon+Whose+Beauty+Brand+Is+Taking+Over+The+UK) [ Pinterest

 ](https://www.pinterest.com/pin/create/button/?url=https%3A%2F%2Fsheerluxe.com%2Fbeauty%2Fmake-up%2Fkatrina-kaif&description=Meet+The+Bollywood+Icon+Whose+Beauty+Brand+Is+Taking+Over+The+UK&media=) [ E-mail

 ](<mailto:?subject=Meet The Bollywood Icon Whose Beauty Brand Is Taking Over The UK&body=Hi%0A%0AI&#039;ve just read this article https://sheerluxe.com/beauty/make-up/katrina-kaif and thought you might like it, too.%0A%0ASheerLuxe is your in-the-know friend keeping you up to date with everything new in fashion, beauty, culture, lifestyle %26 home.%0A%0AYou can sign up for the FREE daily newsletter here. https%3A%2F%2Fsheerluxe.com%2Fsignup%3Fseed%3Dsharing%26utm_source%3DWebsite%26utm_medium%3DSL%26utm_campaign%3DEmail%26utm_id%3DSharing>) 

 

 

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at <info@sheerluxe.com>.

 

 

 

  ##  Fashion. Beauty. Culture. Life. Home 

###  Delivered to your inbox, daily 

 [Subscribe](/signup)